We have discussed in this space before the growing demand for plus size fashion and how retailers like Lane Bryant and Catherines are meeting consumer expectations by extending their lines to suit different tastes and the more fashion forward. This trend is now extending into the popular activewear arena. While there are all kinds of activewear and exercise specific lines from mainstream retailers, Lane Bryant has recently rolled out Livi its plus size activewear. Livi offers trendy activewear items with popular patterns, cuts and variety specifically for the plus size market. The demand is growing and with the average American woman at a size 14 retailers like Lane Bryant with Livi and Catherines with its activewear line are offering choice and variety for every activity in a woman's life without compromising on style. The main focus here for both the retailers developing and selling these lines and women buying the products is reducing the stigma of "plus size." If offerings are equal between mainstream fashion and the plus size market the stigma will disappear with the insufficient choices offered. Lines like Livi empower women of all sizes to feel their best in their skin and take on whatever challenges they want, uninhibited by the clothing option available to them. With the plus size market growing and expanding, retailers aim to make plus size fashion a new normal. Or better yet, blur the distinction between plus size and mainstream fashion in the active wear category and beyond.
